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Create Platforms That Fans Can Build On

Anyone who has ever questioned the use of social media in the digital age need only look to Tourism Australia in order to understand its power.

This blog entry is part 2 of a mini-series that explores Tourism Australia’s 5 core social media ideas and identifies what lessons can be learned from this amazing inbound marketing campaign.

Introduction: Tourism Australia Case Study

Create Platforms that Fans Can Build On

Make Fans the Heroes

Surf Waves

Make the Stories Social

Test and Learn

It was the middle of 2011 when the social media team at Tourism Australia had an idea. Rather than creating content and pushing it on their fans, they would hand over control of their Facebook page to the fans themselves.

Dramatic results from Facebook photo campaign

The results were dramatic. They received more than 1,000 photos a day from fans, who sent them in hoping that they would be featured on the Tourism Australia page.

Australians had a chance to promote Australia the way they wanted to. It put the power of content creation completely in their hands, with very few barriers.

Mass participation encouraged – amateur photos welcome!

Fans were encouraged to use any camera they had on hand and they responded. Amateur photographers started snapping pictures with their point and click cameras and even their smartphones.

Professional photographers take only about 40% of the content on Tourism Australia’s pages.

Capitalizing on social media functions and features

Giving fans a platform allowed Tourism Australia to capitalize on every new aspect of social media quickly and easily.

When the timeline function was added to Facebook, Tourism Australia encouraged its fans to share their Australian history, which spurred on the submission of thousands of family holiday photos and classic memories.

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